We all know the importance of retargeting users who have visited your website but haven’t converted. If yours is a lead generation business that has a longer sales cycle, you know it is even more important to interact with prospects after you receive the initial lead. This can help you optimize to the bottom of the funnel and push users to convert.
Because of its professional, content-heavy focus, LinkedIn gives B2B advertisers some unique capabilities to interact with users who are still in the funnel but have not converted. In this post, I’ll walk you through how to push users closer to purchase with LinkedIn retargeting strategies.
Early-stage retargeting
LinkedIn’s lead generation forms, which capture a user’s information with pre-filled fields, are a great way to interact with past site visitors. This information can be automatically populated into Salesforce or other CRM platforms[1]. We have also found that lead generation[2] forms on LinkedIn lead to a stronger CPL and CVR than lead forms on the site or other on-site actions.
Lead generation forms can be used with “Sponsored InMail” and “Sponsored Content” ad formats.
- Sponsored Content: This is the ad format with which we’ve had the most B2B retargeting success, shows up natively in a user’s feed and can feature a video, static image, or carousel format.
- Sponsored InMail: This is a direct message to users and appears in messaging.
1. Sponsored InMail
2. Sponsored Content
Email[3] addresses allow advertisers to constantly show the value of the product or service that you are trying to push, so give users a good reason to hand